Website Design at MPC

Irish Defence Forces - "A New Dawn 20s"

Rothco, part of Accenture Song

Rothco, part of Accenture Song Dublin 7, Ireland

10538

Бренд: Irish Defence Forces
Страна: Ireland

Рекламодатель: Irish Defence Forces

Заголовок	A New Dawn 20s
Агентство	Rothco, part of Accenture Song
Кампания	A New Dawn
Рекламодатель	Irish Defence Forces
Бренд	Irish Defence Forces
Дата первой трансляции/Публикации	2017 / 3
Бизнес сектор	Государственной службы занятости, набор в войска и полицию
История	‘A New Dawn’ is in fact the start of a clever recruitment campaign driven by the Irish Defence Forces and created by advertising agency ROTHCO. The campaign began last week with a teaser trailer similar to the type of advertisement people would normally associate with the launch of a major video game. Titled ‘A New Dawn’ the game’s teaser trailer received widespread attention as gaming aficionados attempted to establish its origins.But the real part of the campaign will be put into action tomorrow at the game’s launch. Visitors to the custom-built site who are expecting to find a game will instead find out they can play for real. A first-person interactive video will put skill, determination and courage to the test, ultimately determining if gamers have the right stuff to apply for the Defence Forces. "As a small neutral country, there's a lack of understanding amongst the Irish public as to what the defence forces do which has a knock on effect when it comes to recruitment” explains Katie Oslizlok Account Director at ROTHCO. “We were tasked with changing that perception, and in doing so, convince 5,000 18-24 year olds to apply for a career with the Defence Forces. We decided to shift brand perceptions by immersing young Irish men and women in the awesome reality of a career in the Defence Forces.” The interactive video uses a real soldier avatar to fully immerse game players in the reality of becoming a soldier in a platoon which is conducting a joint land, sea and air assault. The scenario, where every decision has a consequence, offers an unprecedented opportunity for players to appreciate the skill, determination and courage required of Defence Forces personnel as they conduct their basic training. At the end of the game players are directed to the recruitment website. The Defence Forces innovative approach to this year’s campaign is building on last year’s female focussed campaign that won a Silver Lion at Cannes Festival of Creativity.
Тип медиа	Азартные игры
Длина	20 seconds
Больше информации	http://anewdawn.ie/
Продакшн Студия	Red Rage Films
Послепроизводственный этап	Windmill Lane
Продюсер агентства	Karina Cotter
Продюсер агентства	Margaret Levingstone
Исполнительный креативный директор	Alan Kelly
Копирайтер	Frances O’Rourke
Креативный директор	Jonathon Cullen
Finishing	Gerry Cole
Директор рабочей группы клиента	Katie Oslizlok
Специалист по работе с заказчиками	Aoife O’Shea
Стратегия / Планирование	Sarah Walsh
Цифровая стратегия	Catherine Halford Shaw
Цифровая стратегия	Emer Fitzgerald
Директор цифрового формата	Daire Lennon
Цифровой дизайн	Stephen Flynn
2D Художник	Darach McHugh
Директор	Brian O’Malley
Продюсер	Gary Moore
Руководитель пост-производства	Sarah O’Carroll
Редактор	Philip Cullen
Звук	Mutiny
Website Developer	Rothco, part of Accenture Song